We were lucky to catch up with Karen Quinones recently and have shared our conversation below.

Alright, Karen thanks for taking the time to share your stories and insights with us today. What do you think it takes to be successful?

There are so many factors involved in building a successful business. I think what drives me is the passion I have for the craft. I really fell in love with the art of sourdough. I have heard bakers describe sourdough as mindful. I think that is a really good description. You have to be aware of the environment and how it is affecting the fermentation. It’s visual and tactile in how the sourdough transforms in look and touch. Any craft takes time and attention but this craft is not static its alive and dynamic. Sourdough evolves and transforms. Sourdough bakers really enjoy the process. This passion is what drives and pushes me to dig deeper. I think the customers can feel, see and taste the passion I have put into my product. Passion is what keeps a smile on my face after a 17 hour work day on 3 hours of sleep. Fearlessness is vital to succeed. Fear is paralyzing and prevents you from getting started and following through. Having an attitude of acceptance that not every bake will be perfect. The journey is in learning what it is to be consistent. I enjoy the problem solving aspect in figuring out what I did wrong so I can minimize bad bakes. Your attitude towards your craft is everything. Passion drives me to keep improving and as a result you will start to see some success.

Karen, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I am a Registered Nurse turned sourdough baker during the worldwide 2020 global pandemic. When life slowed down, I explored a side of myself that I did not know existed. Like many others I taught myself how to make sourdough bread. I quickly fell down the rabbit hole. What started as a hobby grew into a micro-bakery and small business. What is a micro-bakery? In short, if you sell baked goods more than once from your home, you are a micro-baker. I started making two loaves at a time out of my home oven. After one year of doing this I decided to make it official. I named my micro-bakery Wildflour Artisan Sourdough. I named it Wildflour because a sourdough culture is what is used to add air or leaven to bread. The sourdough culture is made out of the bacteria inherent in unbleached flour and the yeasts in the air to create wild yeast. Since the wild yeast is made with flour-the name wildflour seemed appropriate for a naturally leavened (sourdough) bakery. I also loved the name wildflour because of the play on words. Wildflowers are resilient, beautiful flowers that grow without human manipulation and promote biodiversity. I love the idea of this home business as resilient and beautiful. Sourdough is a method to make bread not necessarily a type or flavor.

In two months I will be two years old. I have scaled up my operation and have steady customers. I started with sourdough loaves but now I offer focaccia, sourdough cookies, hand pies, sticky buns, and bundt cakes.

What sets me apart from all other bakeries is the quality of the product. I mill local, organic, heritage grains. Heritage grains are grains that were grown before the introduction of intensive, scientific plant breeding in the mid 1900s. These grains have not been genetically modified so they are richer in flavor and nutrients. My bakery ethos is high quality in small batches. This as a business strategy is flipped upside down. Most bakeries use commodity flour which is low cost and stripped of all nutrients. They buy at low cost and sell in high volume. I offer delicious, skillfully crafted, environmentally conscious and nutrient dense baked goods. You can taste the difference and you can see the care put into the product.

If I had to pick one thing I am most proud of, I would have to say I am most proud of the impact it is having on my community. I sell my products to the local coffee shop. Grey & Cash is Monrovia’s favorite coffee shop found in the heart of our downtown area on Myrtle Avenue. It holds a special place in the heart of locals because the coffee and food options are amazing but also it’s a great place to study, catch up with friends, or have a business meeting. The vibe is welcoming and the staff are incredible. I am very fortunate to be able to sell my products there. I make a delivery every Friday morning. I have to say, it is my favorite day of the week. I am excited when everything baked properly and the baked goods look great. I am happy to see the staff as I organize the little space they allow me to place my products. I occasionally get asked by customers if I am responsible for the baked goods. I am thrilled to meet the customers and talk about the bakery. So many customers have asked for hugs and tell me how they look forward to Fridays. They tell me how happy they are to find artisan sourdough in their hometown. I feel better integrated into the community thanks to Grey & Cash. It really blows my mind that people are appreciating the thought and hard work I am putting into my products. I am so grateful for the opportunity and the visibility selling locally has given me. When you do not have a brick and mortar or store front. This allows me to be present and not just an instagram account. I am proud of the product, the place it’s sold at and the impact it is having.

Any advice for growing your clientele? What’s been most effective for you?

Can you tell us about a time you’ve had to pivot? Recently, I made the decision to quit my job of 25 years as a nurse and give one hundred percent of myself to my small business. Finally, I’m all in. I know I can always return to nursing if I need to. Investing in yourself is a scary pivot. It’s a pressure I’ve never felt before. However, it is exciting and amazing as well. I am doing my best to broaden my opportunities for revenue. I am a Brand Ambassador for Simply Bread Company. Simply Bread Company makes the bread oven that I use. I host webinars for the company and have plans to make “how to” videos to aid new customers start up and use their oven. Along with continuing to grow with my wholesale buyer Grey & Cash. Grey & Cash have generously allowed me to sell outside of their business as a farmers market vendor on Friday nights. They continue to be my biggest supporter. My hope is that my sourdough and desserts continue to be a draw to help their business. Having a symbiotic business relationship with Grey & Cash is incredible. They have given me such a platform for growth. I look forward to seeing what the future holds. Maintaining successful business relationships while continuing to refine and perfect my craft as a micro-baker will definitely be my focus as I move forward into my third year as a business owner.

We’d love to hear the story of how you built up your social media audience?

Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy? A resource that I use to help shape my management and entrepreneurial thinking would be listening to podcasts. The podcast, Cherry Bombe is a podcast that features woman in the world of food. Kerry Diamond, the host of radio Cherry Bombe gives woman the opportunity to tell their story. How they started, their relationship with food and the obstacles they encountered. They detail how to overcome these obstacles that are common to woman and in the food industry. I’ve listened to some incredible stories, it helps me rethink how I approach my micro-bakery. I am inspired with every podcast.

The other podcast that I’ve listened to from beginning to end is The Sourdough Podcast. I spend countless hours in my kitchen but the time flies when my mind can concentrate on listening to stories around sourdough. The podcast focuses on the people in sourdough and how they got started and where they are now. For the sourdough baker this is an absolute must listen. It helps me dig deeper into this beautiful community of artisans. Sourdough bakers are not gate keepers of information. In fact, they are by nature informants. We are so enthralled with the craft that we want to share everything we know to help everyone achieve the perfect loaf. It’s magic indeed.

Contact Info:

• Website: www.wildflourartisansourdough.com
• Instagram: @wildflour.la
• Facebook: Wildflour Artisan Sourdough

Image Credits
Heather Wilde with Heather Wilde Photography Matt Furman Joshua Quinones